Amgen Europe in the renal anaemia treatment market
Author: Angelmar, Reinhard INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2007.Language: EnglishDescription: 27 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Amgen Europe has launched Aranesp, a second-generation EPO product in a market dominated by Johnson and Johnson's pioneering Eprex (US name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are below target. Amgen Europe is reviewing its marketing strategy for Aranesp, taking into account competitors' repositioning moves, and recent reports of adverse events associated mainly with Eprex. Pedagogical Objectives: The main objectives of the case are to practice . market segmentation and target market selection . product positioning: in an oligopolistic setting, where target market selection and positioning decisions have to take into account competitors' choices, and in a context, where unforeseen events are forcing all competitors to review and, possibly, change their marketing strategy.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | |||||
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Europe Campus INSEAD Publications Display | Consultation only | BC007916 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
The main objectives of the case are to practice
. market segmentation and target market selection
. product positioning:
in an oligopolistic setting, where target market selection and positioning decisions have to take into account competitors' choices, and
in a context, where unforeseen events are forcing all competitors to review and, possibly, change their marketing strategy.
Amgen Europe has launched Aranesp, a second-generation EPO product in a market dominated by Johnson and Johnson's pioneering Eprex (US name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are below target. Amgen Europe is reviewing its marketing strategy for Aranesp, taking into account competitors' repositioning moves, and recent reports of adverse events associated mainly with Eprex.
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